Fiat Chrysler Unleashes the Force in New Star Wars-Themed Commercials
The force is certainly with Fiat Chrysler Automobiles this year. After announcing that it will be one of the many brand ambassadors for the new Star Wars: The Force Awakens movie, Fiat Chrysler has worked to help promote both its own brand, and the film’s. With hijinks like debuting a Star Wars-themed Fiat 500e and creating a slew of Dodge Chargers that look like stormtroopers, the brand has really gotten into its newest partnership.
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Now, the Italian-American carmaker is releasing seven co-branded TV spots, which highlight Chrysler, Dodge, Jeep, Ram, and Fiat. These new videos are available on YouTube and television throughout the galaxy. Here’s a glimpse at the released commercials so far:
VIDEO: Remember the First Time with Chrysler
Do you remember the feeling you first got when you watched Star Wars for the first time? Yeah, so does Chrysler. Now, the brand wants to remind you of this feeling once again with this 30-second spot. It equates viewing Star Wars for the first time in 1977 to finding your first love, marrying them, and then raising a family together. After all, as the commercial states, “few things feel like the first time you saw Star Wars.”
VIDEO: Go to the Dark Side with Dodge
Like the Dodge Charger wasn’t already intimidating enough. Now, the iconic muscle car is likened once again to a stormtrooper, as an army of the white Chargers follows behind a black Dodge Viper, which looks eerily like Darth Vader. Set alongside the famous “Imperial March,” this 30-second commercial tries to convince you to “Join the Dodge side,” and I have to say—it almost makes me want to.
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VIDEO: Enjoy Your Freedom with Jeep
This 30-second spot starts with an epic space battle between the Rebel Alliance and the Imperial forces. As a TIE fighter explodes, we are brought down to earth where a stargazing couple—sitting on the hood of a Jeep of course—sees the explosion as if it were a shooting star. Who would have thought people on earth could see something from a galaxy far, far away?
VIDEO: May the Force be with Ram
Ram combines the sound design and music from The Force Awakens’ trailer, along with Luke Skywalker’s voice, to equate Ram trucks with the all-powerful force. If only these trucks were capable of convincing stormtroopers that these aren’t the droids they’re looking for.
VIDEO: Balance Good and Evil with Fiat
For the 30-second Fiat commercial, the brand took an entirely different approach. The Star Wars undertones are significantly less obvious. It features one black and one white Fiat 500 Abarth dueling it out on a landscape that mirrors the landscape of another galaxy. The commercial is supposed to embody the theme of the balance between good and evil.
- Caitlin MoranEditor
A born-and-raised Jersey girl, Caitlin Moran has somehow found herself settled in Edinburgh, Scotland. When she’s not spending her days trying to remember which side of the road to drive on, Caitlin enjoys getting down and nerdy with English. She continues to combine her love of writing with her love of cars for The News Wheel, while also learning more about the European car market—including the fact that the Seat brand is pronounced “se-at” not “seat” as you might think. See more articles by Caitlin.